Who is the target customer of DM advertisement?

Generally speaking, whether DM advertisements can exert the best advertising effect mainly depends on the production level, conception and delivery mode of DM, among which effective delivery and perfect implementation of strategies are the keys to win the success of DM.

DM usually adopts the following delivery methods:

(1) Post office mail, mailing DM has strong pertinence, strong timeliness, outstanding personalization and quick effect determination, but it is expensive and rarely seen, and often the envelope is thrown into the trash can without being opened.

(2) newspaper sandwich, the price of newspaper sandwich is low, the distribution standard is timely and accurate, and the scope is wide, but the target audience rate is low and the delivery range is too large. There are too many junk advertisements in the newspaper itself, and no one reads them.

(3) Direct human input is developed on the basis of post office mailing, which avoids the shortcomings of post office mailing and newspaper clippings, and can adjust the delivery area and quantity in time according to the promotion needs of merchants, directly reach the target audience, improve the effective delivery rate and achieve the best advertising effect.

(4) SMS (color) advertising: Use SMS to send advertisements point-to-point or point-to-many to ensure "one-to-one" transmission of information, force memory, and ensure the reading rate of 100%, which directly affects the most consuming groups. .

(5) Internet mail advertisements, etc. From the collected registered user information, select the target audience, and send or place point-to-many advertisements through Internet e-mail and special web pages.

(6) Enterprises carry out club marketing periodicals, online member clubs and online forums for members. : It is mainly through building a platform for online user communication-member club, regularly sending logs to members, organizing member activities, rewarding members to participate in some activities for free and enjoying some preferential treatment.

No matter what delivery method is used, the so-called effective delivery, send a DM to a target audience of advertisers and get corresponding feedback. In this respect, a large number of blind advertising does not completely mean that it can attract the attention of advertisers' target audience.

For example, it is ineffective to send DM advertisements to 100 poor people or 100 people who already have good cars, because the poor people do not have purchasing power and the latter do not need to buy another car, so they cannot bring economic benefits to automobile manufacturers and are not the target audience; Compared with giving it to a white-collar worker who urgently needs to buy a car or change cars, it is much more meaningful, and that is effective delivery.

Only those who have consumption conditions and purchase intentions are the target audience (terminal consumer groups) of advertisers. Different industries have different customer groups, so it is necessary to continuously improve DM customer data and reduce invalid delivery through market research and information collection.